Wine is for Everyone.

Wine is art.

If you are like most, taking a laissez-faire approach to wine is a blend between a lack of knowledge and merely being overwhelmed. Many, modestly want a comfort-wine, a bold flavor to stand out or complement an experience. Good wine, good drinking is about forming relationships –the blends and Boudreauxs, Noirs and Neyrets, Cab Francs and Cab Sauvs can exist as white noise in understanding the formulaic ideal of wine bringing people together. Sharing a laugh, closing a business deal, opening your home to friends or acquaintances can be overlooked by a simple caveat –a notion lost to decades of elite vino-oligarchy –wine need not be complex, in theory or in actuality – it simply need be individualistic.

To me, everyday wines are the most important. They are the wines that you also open your home to, like friends; the bottles you share with a loved one. I spent some time living in the Bronx, on Arthur Ave. and found the simple concept that the wine that was served was just as important as the food and the company; guess who’s coming to dinner was the game I would always play, waiting for our 75 year old host to bring another bottle from his cellar. It was never anything special but it meant something –something for him to share with those around the table.

The wine became priceless.

The vino mainstream, thanks to social media, is full of goliaths and Bigfoots, putting certain wines and vintages on pedestals and behind locked doors to most of us. You will not find me scoffing at a buyer who wants to pay $300 for a bottle of Cheval-Blanc for their collection, moreover I seek to increase the transparency that good wine, comfort-wine, can emerge much like comfort food –satisfying but quick and more so easy. So much attention is paid to the rare that the embodiment of what wine and its experience stands for gets diluted. Wine is art –and the art that we have hanging in our home on any given day is more important to us than that curated in a museum. No less beautiful, however, it simply speaks to us differently.

We seek to not break nor establish stigma, nor rewrite and discount an art form that has been around for centuries, unabashedly dignified. A new wine drinking generation are shifting their focus more to that of experience and less of nobility –authenticity with a touch of novelty. We seek to become more devoted to the wine that people consume with any given weeknight meal.

We search for these middle men; the wine for the masses.